711 Casino expands games with Cherry Play

711 Casino, a licensed and well-established iGaming operator in the Netherlands, has entered into a strategic content partnership with Cherry Play, an emerging game development studio renowned for its unique subscription-based commercial model. This marks a notable development in the Dutch online gambling sector.

This strategic collaboration marks another milestone for both companies as they expand their offerings and presence in one of Europe’s most tightly regulated yet lucrative gaming markets. With a shared focus on innovation, player satisfaction, and commercial agility, the deal is poised to offer mutual advantages while contributing to the evolving landscape of online entertainment in the Netherlands.

Cherry Play’s content portfolio integrated into 711 Casino

Under the new partnership, 711 Casino players can now enjoy access to Cherry Play’s expanding selection of slot titles, featuring fan favorites such as Super Coin and Chef Super Bet, and a range of other engaging titles tailored for Dutch audiences. These games have already proven to be effective in engaging players through their high-quality design, gameplay mechanics, and localized features.

The integration of Cherry Play’s titles is made possible through the use of Bragg Gaming Group’s advanced technology stack. This ensures seamless compatibility and smooth performance across devices and platforms, benefiting both players and the casino’s technical team.

A new take on game licensing with subscription-based model

What sets Cherry Play apart in the competitive iGaming development space is its subscription-based licensing model. Unlike traditional revenue-sharing or fixed fee agreements, Cherry Play allows operators like 711 Casino to license its games under a flat-rate subscription. This model enables better control over costs while unlocking more flexibility for promotional activities.

Through this structure, operators can confidently allocate marketing spend to Cherry Play’s titles, secure prime positioning for them within the casino lobby, and retain a greater share of the revenue generated from player engagement.

This innovative model reflects a broader trend in the iGaming sector, where providers and operators alike seek more agile and sustainable commercial relationships.

Growing footprint in the Netherlands

Although Cherry Play entered the market as recently as January, the company has quickly secured several partnership agreements with operators across the Dutch iGaming sector. These early moves signal its ambition to become a prominent content supplier in the market.

By focusing on classic-style slot games with modern enhancements and embracing a disruptive business model, Cherry Play is carving out a distinctive niche. The partnership with 711 Casino further validates the studio’s strategy and positions it for continued expansion.

Executive perspectives on the deal

Olga Bejela, Chief Executive Officer at Cherry Play, expressed her enthusiasm for the deal, noting the alignment between the two brands:

“It’s great to see players at 711 Casino be able to experience our slots for the first time.
That 711 can offer these games to its players and benefit from our unique commercial model is what makes this such a great deal for the operator and of course for Cherry Play.
We have some incredible games in the works too that will land in the 711 Casino lobby as soon as they leave our production line.”

Her comments reflect Cherry Play’s commitment to continual content development and strong operator relationships.

Gilles de Backer, Chief Operating Officer at 711 Casino, highlighted the advantages of Cherry Play’s business model from the operator’s perspective:

“Cherry Play is the only studio offering a subscription-based commercial model and this, combined with its striking classic slot games, made joining forces a no-brainer for us.
A studio’s games are super important, but so too is the commercial agreement it offers. With Cherry Play, we can give its titles better positioning and more promotional spend, knowing that we get to keep the majority of the revenue this helps each game to generate.
It’s deals such as this that keep our online casino lobby packed with fresh content and, thanks to Cherry Play’s licensing model, drive growth for the wider business.”

His remarks underscore the role that innovative commercial terms play in strategic content decisions within regulated gambling environments.

Regulatory context of the Dutch online gambling market

The Netherlands only legalized online gambling in October 2021 under the Remote Gambling Act (KOA). Since then, operators and providers have had to navigate a highly regulated environment that emphasizes player protection, responsible gambling, and transparency.

In this context, partnerships like that of 711 Casino and Cherry Play are subject to scrutiny from the Kansspelautoriteit (KSA), the Dutch gambling authority. Both companies maintain compliance with the required licensing and regulatory frameworks, ensuring that their operations and content offerings meet the highest legal standards.

By aligning innovation with regulatory compliance, Cherry Play and 711 Casino demonstrate how growth and consumer protection can coexist in a modern gaming market.

Advantages for players

For end-users—namely Dutch players—the partnership promises tangible benefits. They gain access to high-quality, visually engaging, and potentially rewarding games, many of which are tailored specifically for their preferences. The subscription model indirectly benefits players too: since 711 Casino can invest more in promoting these titles, players are more likely to encounter new and exciting content during their gaming sessions.

Additionally, Cherry Play’s design philosophy prioritizes entertainment value while adhering to responsible gambling principles. This includes features such as adjustable bet sizes, clear payout information, and mechanisms that encourage controlled gameplay.

Outlook for Cherry Play and 711 Casino

Looking ahead, Cherry Play’s ambitions extend beyond its current Dutch market footprint. The studio has hinted at future content releases and further partnerships with other operators both within and outside the Netherlands.

Similarly, 711 Casino continues to diversify its offerings and partnerships to maintain a competitive edge. With content from Cherry Play now part of its portfolio, it strengthens its position as a dynamic, player-focused operator.

As both entities grow, their collaboration is likely to serve as a model for similar partnerships, particularly where innovative licensing models are concerned.

Final thoughts

The union between Cherry Play and 711 Casino illustrates a broader shift in the online gambling industry. It’s no longer just about the games themselves, but about how those games are delivered, promoted, and monetized in a sustainable, player-friendly way.

In a fast-moving market shaped by changing regulations, evolving player expectations, and competitive pressures, partnerships based on flexibility, innovation, and mutual benefit will define the next generation of online casino success stories.

FAQs

What is Cherry Play known for in the iGaming industry?
Cherry Play is known for its unique subscription-based licensing model and its portfolio of classic-style slot games tailored for European markets.

How does the subscription model benefit 711 Casino?
The model allows 711 Casino to pay a fixed rate for Cherry Play’s games, retain more revenue, and allocate more marketing resources to promote the titles.

Are Cherry Play games available to all 711 Casino players?
Yes, Cherry Play’s slot games are now integrated into the 711 Casino platform and are accessible to all eligible players.

Which popular titles from Cherry Play are now live on 711 Casino?
Players can enjoy games such as Super Coin and Chef Super Bet, among others, with more titles to follow.

When did Cherry Play enter the Dutch market?
Cherry Play entered the Dutch iGaming market in January and has since signed multiple partnerships with local operators.

Is Cherry Play licensed to operate in the Netherlands?
Yes, Cherry Play operates through licensed partners and complies with Dutch gaming regulations under the oversight of the KSA.

What technology supports Cherry Play’s game integration?
Cherry Play’s games are developed and deployed using Bragg Gaming’s advanced technology stack for seamless operator integration.

What are the commercial benefits for operators under Cherry Play’s model?
Operators benefit from better cost control, improved game placement, and higher promotional effectiveness while retaining more revenue.

How does this deal affect 711 Casino’s content strategy?
The partnership enables 711 Casino to keep its game library fresh and diverse, helping attract and retain players.

Will Cherry Play expand into other regulated markets?
While focused on the Netherlands currently, Cherry Play has indicated intentions to expand into other regulated iGaming jurisdictions in the future.